十個"誘"你購買商品的廣告技巧(3)
il Outlets Use Snobby Staffers to Influence You to Buy
3.員工勢力：顧客碰壁？A pleasant shopping experience isn't always the best way to get people to make a purchase according to some luxury brands. In fact, being rude to customers can actually increase sales, according to research results shared by the University of British Columbia. Originally published in the Journal of Consumer Research, the study was called "Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand," and it showed that ignoring customers or treating them rudely could actually make them spend more money. It's hard to believe that treating anyone rudely would have a positive effect on sales, but there are some conditions that stores have to follow to make this practice a success.
根據一些奢侈品品牌的經驗，愉快的購物經歷並不總是讓人們購物的最好方式。事實上，根據英國哥倫比亞大學的研究我們可以發現，粗魯地對待客戶也可以促進銷售。最初出現在《消費者研究》雜誌上的一個研究，被稱作"魔鬼應該銷售普拉達嗎？零售業的拒絕能增強高追求客戶對品牌的渴望"。研究顯示，忽視客戶或粗魯地對待顧客會讓他們花更多的錢。對待客戶粗魯，居然能增加銷售量，這簡直難以置信。但商店必須遵循一些原則，才能使這些做法奏效。
譬如，商店的員工必須能準確的體現品牌商店的品位。一個銷售高檔服裝的公司需要利用店員的穿着，讓顧客想象如果他們購買了該公司的服裝他們看起來會怎麼樣。在電影《風月俏佳人》裏，朱莉婭•羅伯茨遭到貝弗利·希爾斯的一家服裝店店員的粗魯對待，因爲店員認爲她買不起店裏昂貴的衣服。然後，羅伯茨前往另一家服裝店買了許多昂貴的衣服，僅僅是爲了回到那個勢利的店員面前羞辱他一番。
If this occurred in the real world, the aforementioned study means that a slighted customer could actually be inspired to make purchases at the very store where they were treated badly. To an onlooker, this series of events makes absolutely no sense, but the psychology of shopping and spending money apparently means that a pleasant buying experience isn't always the best way to get someone to buy something.
如果這種情景發生在現實生活中，前面提到的研究意味着，輕視顧客反而會促使顧客在態度粗魯的店裏購物。但對旁觀者來說，這些事荒謬至極。但是購物和消費的心理顯示，愉快的購物經歷並不總是讓消費者購物的最好方式。itects Carefully Construct a Buying Environment
2.環境精緻：消費舒適
It's not just the packaging and brand design that lures you into a store to buy things. Today's savvy marketers use absolutely every tool at their disposal to convince you to make purchases which means using every sense you have, including your subconscious, to make you stay in the store longer and buy things. One fascinating example of this technique is described in a blog about sales methods that describe how real estate agents will use freshly baked goods to improve the impression a buyer might form about a home.
引你走進賣場血拼的，並不僅僅是精美的商品包裝和商標設計。現在精明的商家會想方設法提高顧客的購買慾，調動消費者包括潛意識在內的各項感官體驗，儘可能延長消費者在店裏停留的時間來促進消費。關於這一銷售技巧，一篇博客曾介紹過一個生動的案例，一家房地產商用新鮮出爐的蛋糕爲其樓盤做宣傳，通過這種方式讓客戶在他們的房子裏感受到家的溫暖。Some retail stores are actually scenting their display racks to smell like citrus and flowers because research suggests those scents will wake you up and encourage you to stroll around the store longer and make more purchases. Further, marketers are also using your sense of sight by creating signs in colors meant to make you feel a certain way. For example, a sign in red might convince you to take part in a sale because of the sense of urgency conveyed by the color red. Retailers even try to make you feel comfortable and willing to negotiate by making the environment more comfortable.
一些店主會給商品噴些帶有花香或者柑橘味的香水。有研究表明這些香氣能夠愉悅人的神經，使人振奮起來，從而留住客人的腳步，讓其購買更多商品。更有店鋪利用特定顏色的標識來影響顧客的視覺感受，從而影響潛意識促進消費。例如紅色能帶給給人一種緊迫感，於是一些店鋪就用紅色的標識來刺激消費者的購買慾望。一些店家還會根據顧客心理營造一個舒適的購物環境，使得他們更樂意瀏覽商品，甚至有興致和店主討價還價。A car dealership might provide comfortable chairs that will reduce your enthusiasm for driving a hard bargain. Mega retailer Apple directs its employees to leave the notebooks slightly closed to encourage customers to touch and manipulate the computers. Adding touch to the shopping process adds another layer to the traditional shopping environment and increases the likelihood of a purchase. Further, stores also provide music designed to augment their sales efforts. It's why you always hear slow music in supermarkets and up-tempo music in fast food restaurants. Music influences your behavior, just like the things you touch and see in a retail environment.
再比如，汽車代理商在約見客戶時也會營造一個輕鬆的氛圍，一把柔軟舒適的座椅就能讓客戶的心情放鬆下來，避免生硬激烈的價格談判。大型零售商蘋果（Apple）指導其員工將筆記本或者平板電腦輕合，方便顧客觸摸和體驗蘋果產品的高性能。在購物過程中增加商品接觸體驗機會，也是促進顧客消費的妙法。還有些店鋪會播放音樂來影響顧客消費，在大超市裏我們總能聽到舒緩的音樂，於是放慢腳步悠悠閒逛；而快餐店通常會播放快節奏歌曲，食客們便不知不覺加速用餐。和在商場裏看到的，接觸到的東西一樣，音樂元素也會影響你的購買慾望。rtisers Use Special Language to Make You Think You're Getting a Deal
1.轉換說辭：口惠而實不至
Finding a bargain or sale is exciting for any shopper no matter their socioeconomic status, but the sale you find at your local grocery store isn't always an actual sale. Sometimes it's just flowery language designed to make you think that buying in bulk will save you significant cash. The really sneaky part about these "bargains" is that they don't always save you money, and they encourage you to buy more to take advantage of that imaginary sale. For example, you might see a sale that says "10 for $10," which makes you think it's time to load the cart up with whatever's on sale.
無論社會經濟狀況如何，逢上降價或者大甩賣人們難免都想湊熱鬧，但有時候這些降價大清倉往往只是個障眼法，店家花言巧語說買到一定數量就可享受優惠價抑或參與換購之類，令消費者感到省錢划算。這些促銷活動的真實意圖就是打着虛無的幌子促進消費，而並非誠心替顧客省錢。比方說，有一場"十件十元"的促銷活動，你就會認爲這是個大好的買入機會，也不管促銷品的成色如何，便放開手大肆採購。What the majority of shoppers don't realize, however, is that you don't actually have to buy 10 of an item to get them for $1 each. If you look closely, the store will usually print the phrase, "must buy 10″ if you actually need to buy the number suggested on the price tag. Retail stores use similar pricing tomfoolery by dropping the dollar sign on prices to make you think something doesn't cost as much as it does. Research published by Cornell's Center for Hospitality Research reveals price formatting impacts sales in restaurants.
然而，大部分顧客都沒有考慮過是否真的需要買這麼多。若你要參與"十件十元"的活動，那麼你仔細看價格標籤就會發現，商家通常都會在上面註明"10份起售"。店家會跟顧客玩起無聊的定價遊戲，他們刻意把貨幣符號標在價格牌上極不顯眼的位置，讓顧客覺得這件商品很實惠。康奈爾酒店研究中心（Cornell's Center for Hospitality Research）發佈的一項研究顯示，酒店價格格式設計也會影響顧客消費。By using a number only to denote price rather than a number with a dollar sign, restaurants saw a significant jump in the amount of money customers spent. The style has been adopted by many high-end restaurants, and the typographical choice has been seen as a stylistic decision by many customers. However, the true reason for the modification is due to the subconscious decision by customers to spend more. It's pretty incredible that such a small change would encourage increased spending by customers, but that's just one of the reasons advertisers and marketers are so good at what they do.
單用數字而不加美元這種貨幣單位來標識價格，則會大幅提高酒店的營業額。高級酒店多采用這種營銷手法，而顧客往往將這些印刷上的小把戲誤認爲是這家酒店的風格。許多高檔酒店作出調整的目的就是利用顧客潛意識層面的決定來提高消費。小小變動便能轉換顧客的消費心理，真是不可思議。不過這只是精明商人們取得出色戰績的原因之一。Whether you want to admit it or not, you're being manipulated by companies every time you look at an advertisement, listen to a commercial, or walk into a retail store. You're even being influenced whenever you surf a website or scan a magazine. The advertising industry is smart because it bases its methods of scientific research and evidence. One professor from Harvard Business School says 95% of a buyer's purchasing decision comes from the subconscious. So, it's not just the artistry of the graphic designers, and the jingles thought up by songwriters that get you to buy more.
不管承認與否，每次看到廣告片、聽到廣告宣傳或者進入商店，實際上你的心理已被商家所左右了，在網上逛購物網站、看雜誌也不例外。現在的廣告業有科學的研究和數據做基礎，幾乎無縫不鑽。哈佛商學院（Harvard Business School）的一位教授稱顧客95%的消費行爲都是受潛意識驅使。因此，也並非真是休閒的購物環境或音樂影響你的行爲，潛意識才是驅動你的最大因素。Advertisers use every sense you have, as well as your incredibly malleable subconscious to convince you to buy things, and they're very successful at what they do. Even with the knowledge of how advertisers work their magic, it's hard to resist being influenced by your subconscious. The next time you stroll through a grocery store, will the ambient music, special lighting, and product displays win you over?
廣告商們充分調動消費者的每一個感官，利用潛意識的可塑性，繼而引導消費。這一點，他們幹得太漂亮了。消費者即便了解這些營銷戰術，也難以避開潛意識的驅動。現在，知道了這些祕密手段，當你下次在商場閒逛的時候，那些曼妙的音樂、絢麗的燈光及精緻的商品陳列還會勾起你的購物慾嗎？審校:假微信 校對:落花生 編輯:Freya然
